By
John Griffiths.
Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio streamed directly from their servers.

Blog based initially on 98% Pure Potato the book about the origins of account planning. But John Griffiths one of the authors will go on to talk about his next book Waggledancers - how ideas travel through organisations

30 episodes available.
A new episode about every
6 days
averaging 11 mins duration
.

In which I introduce the 3 book ideas I want to be bringing out either as ebooks or print on demand. Brand screenplay workshop how to, waggle dancers - how to move ideas through organisations, and a memoir of my life as an account planner - nothing like setting targets for the new year!

the year account planning got going. As we approach the anniversary year 2018 it seemed a good idea to outline the key events in 1968 which ended with 2 agencies J Walter Thompson and Boase Massimi Pollitt having planning depts. The year it really got going.

Explanation of a postscript in 98% Pure Potato in which we explore the rival claims of David Brent and John Wood of CDP to have started planning before the acknowledged founding fathers - valuable lessons in what planning is. And what it isn't!

As a curtain raiser to next week's webinar with WARC I talk about the pressures productising planning thinking, playing right into the hands of the consultants. To register for webinar Nov 29th 3pm GMT go here: https://lnkd.in/eJhkPdh

In this episode I outline a chapter I contributed to the revised 2nd edition of Readings in Account Planning edited by Hart Weichselbaum Which came out in March 2017 10 years after initial publication. Other authors include Malcolm Gladwell Scott Bedbury, Paul Feldwick and Mery Baskin

This came out 10 years ago and has been reissued revised and updated by Hart Weichselbaum. In this podcast I talk about the main ideas in the revised chapter I contributed. Still really chuffed that I am in a book alongside Malcolm Gladwell. Here is the link if you want to buy it: https://www.amazon.co.uk/Readings-Account-Planning-Copy-Workshop ...…

an explanation of customer response and why it is so central to the idea of account planning when Stephen King developed his thinking. Both J Walter Thompson and Boase Massimi Pollitt put customer response at the heart of their way of developing advertising. We should continue to do so.

Author Tracey tells us what she thought when John suggested they write a book together, the process of writing it and what advice she would give to anybody else daft enough to want to write a book. Oh and here's a link to her podcast for Richard Branson's Future Visions Project: https://www.virgin.com/entrepreneur/can-we-use-artificial-intellig ...…

following a prompt from Jeremy Bullmore this was a good opportunity to provide an introduction to the planning cycle which is only mentioned in passing in 98% Pure Potato. Is present as a paper in Brand Planning the timeless works of Stephen King but explained here using an unpublished version of the 1970s JWT Planning Guide…

The final section from chapter 1 the context setting chapter of 98% Pure Potato. A review of the factors which led to account planning coming out of London. It was surprising that it did. Business, marketing, market research, advertising all came from America - but it was British contrarian ness which challenged the norms of how American influe ...…

An explanation of the UK context out of which account planning came. The UK was on the receiving end of American corporatism and globalisation. But there was a very British take on how advertising should be made.

98% Pure Potato is a book about the origins of Account Planning the function which chooses the message for the advertising and determines how the advertising should work. This is a ground clearing chapter to explain the background to how advertising has developed in the 20th century, the different roles within advertising agencies. And some sem ...…

The first in a series of podcasts which comes from the introduction and first chapter of 98% Pure Potato - a book about the origins of account planning - the strategic role which chooses the message for advertising and considers how the advertising should work. The function was invented in 1968 starting in 2 London advertising agencies at the s ...…

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